Lifecycle Marketing Lead

SHRM is a member-driven catalyst for creating better workplaces where people and business thrive together. As the trusted authority on all things work, SHRM is the foremost expert, researcher, advocate, and thought leader on issues and innovations impacting today’s evolving workplaces. With nearly 340,000 members in 180 countries, SHRM touches the lives of more than 362 million workers and their families globally.

The Lead, Lifecycle Marketing serves as the senior execution driver for SHRM’s marketing initiatives, supporting the Manager, Lifecycle Marketing in ensuring campaigns promoting membership, products, and events operate as a coordinated and integrated audience lifecycle effort.

This role owns the day‑to‑day planning, build, and optimization of lifecycle marketing programs across the full audience journey, from acquisition and engagement to conversion, retention, and reactivation. Marketing efforts promote SHRM’s portfolio of offerings including membership, certification, recertification, specialty credentials, seminars, and events.

The Lead translates lifecycle strategy into well‑sequenced campaigns and journeys, connecting initiatives through cohesive storytelling, journey orchestration, omnichannel activation, and data‑driven decision making. The role also serves as a peer mentor and quality standard‑setter for lifecycle marketing specialists, providing guidance on campaign craft and execution without formal people management responsibility.

Working closely with the B2B Lifecycle Marketing team, Marketing Infrastructure team, and Content Production teams, this role helps ensure campaigns are aligned with SHRM’s broader marketing strategy and audience journey architecture, and keeps initiatives moving forward with clarity, consistency, and measurable impact.

• Drive hands‑on planning, development, and execution of B2C lifecycle marketing campaigns across membership, products, and events in support of the Manager's strategic direction.
• Build and manage lifecycle programs that support key stages including:
• Audience acquisition
• Engagement and education
• Conversion to membership, products, or events
• Retention and renewal
• Reactivation of lapsed audiences
• Ensure individual campaigns connect into coordinated journeys rather than isolated promotions, maintaining consistent messaging and sequencing across touchpoints.

• Execute lifecycle marketing programs across email, web, social media, paid media, SEO, content marketing, and digital experiences.
• Coordinate with internal marketing channel owners and subject matter experts to keep lifecycle campaigns aligned, sequenced, and optimized across channels.
• Manage campaign calendars, briefs, and production timelines to ensure on‑time, high-quality delivery.

• Support marketing execution for SHRM conferences and seminars, ensuring events are woven into the broader audience lifecycle strategy.
• Build pre-event and post-event lifecycle touchpoints that drive registration, engagement, and long-term loyalty.

• Apply audience data, segmentation, and behavioral insights to personalize lifecycle experiences and improve engagement, conversion, and retention.
• Partner with the Business Intelligence and Marketing Infrastructure team to track campaign performance, surface trends, and recommend optimizations.
• Run testing programs (A/B and multivariate) and translate results into concrete campaign improvements.

• Serve as a go-to resource for lifecycle marketing specialists, modeling strong campaign craft, reviewing work for quality, and sharing best practices.
• Support the Manager with prioritization, project tracking, and cross-team communication, and provide coverage on team leadership tasks as needed.

• Stay current on emerging marketing trends, audience behaviors, and new technologies.
• Pilot and adopt innovative approaches, including AI-driven marketing tools and automation, to improve effectiveness, efficiency, and personalization.